How to Simplify Marketing with Integrated Web CMS and Marketing Automation

Melanie Lenaghan |

Jan 22, 2019

A lot is expected of a marketer. They are generally responsible for managing the website content, SEO, e-commerce, e-mail marketing, social media, campaigns, analytics, and more. Not only is that a lot to manage, but it can also be difficult to manage and integrate all the different tools.

That’s why Skyline chose Kentico as our primary web content management system (WCMS). We feel it’s more scalable than other web content management systems. And it’s appropriate for small websites as well as large, complex websites that need to integrate with backend systems and host ecommerce capabilities in a consistent user interface (UI).

One way it can simplify disparate tasks is by dynamically populating the content of an automated email with your company’s latest three blog posts. Or you can automate customized outreach to known contacts by giving everyone a lead score if they a) land on a webpage from a link within your social media, b) click on a link in a marketing email, and c) purchase a product from your online store. You can then trigger an email cadence based off those activities. These are just a couple of examples, but the possibilities are endless. With the right marketing plan, you can implement all of it within a single UI. (See how we helped Prevea Health manage their digital marketing)

Let me break down my favorite features in Kentico’s all-in-one-tool known as Kentico EMS.

Web Content Management System (WCMS)

Kentico’s WCMS provides a UI to develop responsive pages within your website. It also provides many out-of-the-box features to help manage content such as a document library, WYSIWYG editor, form builder, workflow and versioning, and more.

Skyline uses the tool as a jumping off point and builds upon it. If you have certain needs that aren’t met with its out-of-the-box features, we can create custom features for you. Here are some examples of the custom pieces we have built for our clients:

Custom page types or modules to manage your business specific data such as locations, hours, and management.

Brand-specific options within the WYSIWYG editor to have control over the look and feel while staying within your brand standards.

Responsive templates to keep a uniform look across your site while adjusting to device size.

Snippets of code that visually match your site design that can be edited with the WYSIWYG editor. No need to know HTML or CSS to add content.

Hosting your site in Azure or another hosting provider.

E-Commerce

A wizard webpart allows you to configure all parts of the e-commerce experience from setting up products to the checking out process. We can help configure this setup and more complicated parts like payment gateway integration, shipping and tax options.

Online Marketing

Email Marketing

Kentico’s email builder tool has a drag-and-drop interface that lets you create anything from static marketing emails to dynamic transactional emails triggered by a user’s activities or demographics. You can monitor your email’s performance by viewing reports that show open rate, clickthrough rate, and unsubscribes.

We can help create responsive templates or custom widgets to aid in your email marketing. We can also build a custom email preference center page on your site so your users can select the kind of emails they want to receive from you.

Content Personalization / Personas / Segmentation

Its online marketing tools offer many ways to serve relevant information to your website visitors. The tool offers a simple rule builder to create dynamic sections of a page or email based on demographics, user behavior, or customer context such as location, time of day, device, etc. If you need more custom rules to fit your business needs, we can create them through the K# macro language.

A/B or Multivariate Testing

A testing module allows you to randomly serve up different content to website visitors to see which experience leads to more conversions. This allows you to identify and optimize your content moving forward. Imagine if your designer provided two options for the hero area on your homepage. You are not sure which design will lead to more conversions. You can build both designs in Kentico and mark the page as an A/B test. After a set amount of time, the system will let you know which page won so you can use that design in the future to increase conversions.

Lead Scoring

The most difficult part of lead scoring within Kentico is defining your scoring criteria based on your business needs. A module allows you to create rules based on demographics and behavior where points are awarded when a rule’s criteria is met. This helps you qualify leads before even talking to them.

Marketing Automation

The marketing automation module provides the functionality to string along steps to deliver the right content at the right time. A drag and drop interface allow you to easily set up abandoned cart campaigns, onboarding campaigns, or any digital marketing that fits your marketing plan.

Campaign Management

The integrated campaign management module allows you to combine all the previously mentioned features to execute cross-channel digital marketing campaigns. All the features work seamlessly together, allowing the marketer to deploy a marketing campaign within one UI. The marketer also has one source of the truth to track the activities a user follows on the journey through the campaign.

The features mentioned above are some of my favorites used within Kentico’s EMS. You can see a full feature list here. If you are interested in simplifying your day-to-day marketing tasks, please contact us or learn more.

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